Sephora goes upmarket with the launch of a new box

Sephora’s monthly box, containing samples of the new beauty products, will no longer be available after the April 2020 edition is sent out. Sephora is officially terminating its Play! subscription offer, which will be replaced by the Sephora Luxury box.


This new boxed offer will contain samples of high-end, luxury brands, such as La Mer moisturizer, Armani Beauty lipsticks, and Viktor & Rolf’s Flowerbomb perfume.


The latter will be available for sale from April 28, 2020, for $25.


Beauty boxes are multiplying on the market, to the point where they are the leading product box subscriptions, with 7.2% of the market share, according to Kantar. This concept more than ever trendy in cosmetics was launched by Birchbox and Ipsy – followed by Sephora in 2015, with the monthly marketing of the Play! box.


After years spent discovering new brands and trying the trendiest products, Play! is ending to make way for something even better,” Sephora announced on its website.


The brand did not give any explanations about this change, but it should be remembered that its competitor Birchbox France, the beauty box specialist, has also just launched a new premium box called “Splendist“, which consists only of standard size beauty products, and not in the reduced format as it used to do.


This will surprise consumers who want to indulge themselves and have more time to consume beauty in this period of confinement.

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Featured photo: © Sephora

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